cities for pedestrians in the country. >> we have more pedestrian crashes than cities like chicago, seattle and boston. >> reporter: as chief of surgery, dr. peggy sees pedestrian injuries almost every day. >> if you're an adult the way you're struck by cars, likely to have pelvic fractures, rib fractures. if you're a child you're going to get tossed. >> reporter: in san francisco two pedestrians are hit on average every single day. with 17 deaths each year. costing the public more than $15 million. it's got the attention of mayor ed lee. >> we pick this day and this time and this area to make this announcement that we have a pedestrian strategy that's going on, a serious one. >> reporter: a citywide effort targeting hot spots, urging drivers to slow down and pedestrians to pay attention. a challenge when some feel texting is just not that dangerous. >> not if you're with a group of people. >> slow down so when you're walking in a crosswalk and driving on city streets. slow down do enjoy this gorgeous weather. >> except outside tonight. >> it's a little cold. but at least it's not raining.